Research the relationship between service quality, brand images, value received trust, satisfaction and loyalty in banking sector

Abstract

This study focuses on defining the relationship between Service Quality, Brand Images, Value Received, Trust, Satisfaction and Loyalty of individual customers in the banking industry. Through basic analysis from statistics to SEM model, with survey data from 327 individuals with transactions at commercial banks in Danang City. The results show that (1) CL (Service Quality) positively affects HA (Brand Image), GD (Value Received), NT (Trust); (2) HA (Brand Image) positively affects NT (Trust), HL (Satisfaction); (3) NT (Trust), GD (Value Received) positively impact HL (Satisfaction) and (4) CL (Service Quality), HA (Brand Image), NT (Trust), HL (Satisfaction) positively affect TT (Loyalty).

Keywords

• chất lượng dịch vụ
• sự hài lòng
• niềm tin
• lòng trung thành